How to position inserts within your prospecting and retention media mix

By Shari Altman

With its new Web-to-print sister company, 123print.com, DrawingBoard uses package inserts to drive DrawingBoard and Grayarc customers to the 123print Web site with introductory offers specifically targeted to those customers, McCann says.

3. Cross-market products to different customer segments. Inserts allow you to put your best foot forward in getting your existing customer to try another merchandising category or to buy from a second catalog you publish.